The research paper proposal focuses on exploring and learning more about how internet banking impacts customer satisfaction in the banking industry. The banking industries have greatly embraced internet banking as a reliable tool to satisfy their customers. Internet banking is currently one of the popular services that have been created to provide reliable services to online users. However, a significant number of bank customers are skeptical and doubt that internet banking offered may not have any value to them. Therefore, it is essential to determine how internet banking has improved customer satisfaction levels. The major question to ask in this research is how internet banking has impacted customer satisfaction. The question will lead to answers that explain the factors that limit or contribute to the use of internet banking.
In 2016, a case study in Malacca was done to understand customer satisfaction of internet banking (Ling et al., 2016). The study showed that content and web design, speed, and convenience are some of the top factors that impact customer satisfaction towards internet banking. Another study done in Bangladesh showed that customers’ satisfaction in internet banking depended on customer’s income and purchasing power via the internet (Siddika & Sarker, 2019).
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The qualitative research design will be used in this research, particularly through the use of interviews. Interviews will be carried out on bank customers and employees. Most of the interviews will be done to bank customers. This is because the customers' opinions are the key information that will be needed to understand the impact of internet banking on customer satisfaction levels (Hennink et al., 2020). Also, questionnaires might be distributed to internet banking customers. Through the questionnaires, we will be able to obtain the customers’ opinions on internet banking (Baillie, 2019). The qualitative method proposed will be used because it will provide the opportunity to explore in-depth information that is unique to the experiences of the interviewees, thus giving an accurate insight of internet banking use and the factors that impact customer satisfaction. Interviews and questionnaires are useful in this research because it will help us obtain and understand the bank customers' and employees' opinions on internet banking. The proposed research approach to the problem is review-based. The approach employs the review of previous studies that have different results that will shed inferences on the current research problem (Beattie & Goodacre, 2006). Therefore, review-based research will provide a better understanding of how internet banking has impacted customer satisfaction.
Currently, the banking industries have incorporated internet banking as one of the services they provide to customers. The introduction of internet banking in the banking system has improved customer satisfaction. The factors that encourage the use of internet banking are its efficiency, speed of making transactions, availability, and convenience. The factors that limit the customers from using internet banking are lack of internet connection, difficulty understanding the use of internet banking, and the issue of security. The types of internet are communicative, transactional, and informational.
The research will help provide more knowledge of the implementation of internet banking by banks and financial institutions and its impacts on customer satisfaction. Two years ago, I was introduced to internet banking by a friend, and since then, I find the service convenient and reliable. I have embraced internet banking by using ATMs and mobile banking in my daily banking transactions. I usually buy online products and use mobile banking to pay for the products. I plan to start a finance company and am planning to incorporate internet banking as part of my company's services. Therefore, the study of how internet banking has impacted customer satisfaction is beneficial to me. The research will be helpful in understanding how internet banking is an essential factor in improving customer satisfaction levels.
References
Baillie, L. (2019). Exchanging focus groups for individual interviews during qualitative data collection: a discussion. Nurse Researcher , 27 (2).
Beattie, V., & Goodacre, A. (2006). A new method for ranking academic journals in accounting and finance. Accounting and Business Research , 36 (2), 65-91.
Hennink, M., Hutter, I., & Bailey, A. (2020). Qualitative research methods . SAGE Publications Limited.
Ling, G. M., Fern, Y. S., Boon, L. K., & Huat, T. S. (2016). Understanding customer satisfaction of internet banking: A case study in Malacca. Procedia Economics and Finance , 37 (16), 80-85.
Siddika, A., & Sarker, B. (2019). Customers' satisfaction with internet banking: Evidence from Bangladesh. Applied Research Journal of Humanities and Social Sciences, 2 (1), 1-10.
